I'll change my model if you change yours
There is increasing tension driving the need for a shift in agency models. The nature of client's work is different, the consumer is different (and connected), and expectations in a recession filled environment are different.
Agencies are under pressure to change from big output low quantity to multiple outputs, massive quantities. Are agencies the only ones that need changing? What about the products and the clients?
I have no idea what the answer is, but I would sure as hell like to discuss it. In many ways South Africa leads the change curve - so I am sure we will have a good discussion.